消费者使用电子支付平台外部影响因素及平台营销策略研究

An Empirical Research on the External Factors Affecting Consumers to Use Electronic Payment Platform and Its Marketing Strategy

对消费者使用电子支付平台有影响的外部因素进行了实证研究,结果表明消费者个人经济状况、外部强制力、非传统购物经历和节约期望四大外部因素对消费者是否使用电子支付平台有显著影响,并在此基础上运用logistic回归提出了电子支付平台的营销策略。

This paper empirically analyzes the external factors affecting consumers to use electronic payment platform. Results show that the significant external influencing factors contain consumers＇economic condition, external force, the experience of unconventional shopping and the expectation of saving. Based on the result and logistic regression, it puts forward some marketing strategies.